$59K in revenue and ROI of 399% for the leader in stretch ceilings
Project: Large company for the installation of stretch ceilings in Moscow (NDA).
Task: Build an advertising system that maximizes net profit, rather than just meeting the KPI for cost per lead.
Period: 6 months (09.2021 – 02.2022)
STRATEGIC CHALLENGE
The client is a market leader with a strong sales department.
•️ The initial KPI ($8–10 per lead, quality 80%) created a systemic contradiction:
•️ Cheap leads ($8–10) met the formal KPI but resulted in an average check of ~$560 and a long sales cycle.
•️ Expensive leads ($12+) violated the KPI but brought in clients with an average check of $2,500+ and a short decision-making cycle.
It was necessary to find a compromise between metrics and actual revenue.
WHAT WE DID
Conducted a competitor analysis, formulated offers, and developed an A/B testing strategy at the business model level.
1. Scalable testing
50+ creatives (static, video, UGC), 3 types of quizzes, 5+ audience segments with precise geo-targeting.
2. Funnel separation
Part of the budget worked on cheap leads under KPI, while campaigns targeting a narrower, more affluent audience with increased CPL were launched in parallel.
3. Analysis by net profit
Evaluation not by cost per lead, but by actual economics:
2 deals with the "expensive" audience = $5,140 in revenue (average check $2,570).
Deals from "cheap" leads = 4.5 times less (~$560).
By the actual customer acquisition cost (CAC), the "expensive" audience turned out to be significantly more profitable.
RESULTS
•️ Advertising budget: $11,187
•️ Leads: 1,084
•️ Cost per lead: $10
•️ Contracts signed: 98
•️ Revenue: $59,291
•️ Average check: $605
•️ ROAS: 5.3
•️ ROI: 399%
KEY TAKEAWAY
The difference between a configurator and a strategist:
•️ A configurator keeps CPL within KPI at any cost, even at the expense of lead quality.
•️ A strategist optimizes advertising for actual profit and is willing to reasonably violate KPI for revenue growth.
True optimization begins where the focus is not on the cost per lead, but on the cost of acquiring a paying customer and their contribution to business income.
If you want a free audit of advertising campaigns and a growth strategy, message us directly.
Task: Build an advertising system that maximizes net profit, rather than just meeting the KPI for cost per lead.
Period: 6 months (09.2021 – 02.2022)
STRATEGIC CHALLENGE
The client is a market leader with a strong sales department.
•️ The initial KPI ($8–10 per lead, quality 80%) created a systemic contradiction:
•️ Cheap leads ($8–10) met the formal KPI but resulted in an average check of ~$560 and a long sales cycle.
•️ Expensive leads ($12+) violated the KPI but brought in clients with an average check of $2,500+ and a short decision-making cycle.
It was necessary to find a compromise between metrics and actual revenue.
WHAT WE DID
Conducted a competitor analysis, formulated offers, and developed an A/B testing strategy at the business model level.
1. Scalable testing
50+ creatives (static, video, UGC), 3 types of quizzes, 5+ audience segments with precise geo-targeting.
2. Funnel separation
Part of the budget worked on cheap leads under KPI, while campaigns targeting a narrower, more affluent audience with increased CPL were launched in parallel.
3. Analysis by net profit
Evaluation not by cost per lead, but by actual economics:
2 deals with the "expensive" audience = $5,140 in revenue (average check $2,570).
Deals from "cheap" leads = 4.5 times less (~$560).
By the actual customer acquisition cost (CAC), the "expensive" audience turned out to be significantly more profitable.
RESULTS
•️ Advertising budget: $11,187
•️ Leads: 1,084
•️ Cost per lead: $10
•️ Contracts signed: 98
•️ Revenue: $59,291
•️ Average check: $605
•️ ROAS: 5.3
•️ ROI: 399%
KEY TAKEAWAY
The difference between a configurator and a strategist:
•️ A configurator keeps CPL within KPI at any cost, even at the expense of lead quality.
•️ A strategist optimizes advertising for actual profit and is willing to reasonably violate KPI for revenue growth.
True optimization begins where the focus is not on the cost per lead, but on the cost of acquiring a paying customer and their contribution to business income.
If you want a free audit of advertising campaigns and a growth strategy, message us directly.
Odessa 
Available for hire